Professional Documents
Culture Documents
Audit
Checklist
A marketing audit should be done at the beginning of the marketing planning process. It takes a close
look at the current business landscape internally and externally. The questions are designed to prompt
examination of environments and practices to evaluate what your company is doing, why it is doing it and
whether it is effective.
Everyone in the organization should be able to answer questions about the company from the
receptionist at the front desk, to the clerk in facilities. If this is not true, then one of your objectives needs
to include the internal socialization of the marketing plan.
External Audit focuses on: Internal Audit focuses on:
Sales
Business & economic environment
- total sales revenues
- economy
- geographic reach and location
- fiscal
- type of industry
- social
- by customer
- technological
- by product
The market Marketing
- size - procedures
- characteristics - organizations
- trends - information
- channels - mix
- customers -
- industry behavior
The competition
- major competitors
- marketing methods
- key strengths & weaknesses
- extent of diversification
Past Performance Indicators & Lessons Learned
1. Was a previous audit conducted, what were the conclusions and observations?
2. How successful were the implemented recommendations and suggestions from earlier audits?
3. How were those measured?
4. How often does your organization conduct audits?
Sources: RGS Business Solutions and Sources Unknown